The document discusses repetitive vacations and how travel behaviors can be predictable. It notes that approximately 60% of travel purchases in Europe take place online, providing a wealth of data about consumer behavior patterns. This travel data provides insights into desirable customer audiences as travel involves cluster purchases like flights, hotels, and rental cars. Marketers can use travel data to deliver targeted messages to specific, high-value audiences.

1. The Mobile Experience
Repetitive Vacations and Creatures of Habit
Cross-Device Tracking
Tackling Customer Loyalty
Travel Marketing Outlook
Travel Performance
Marketing
Sponsored by
FEB // 2015

3. 03
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FOREWORD
Companies are increasingly recognising the value of travel
data in helping to drive future business performance. Travel
is a discretionary purchase and so people who can afford
the associated costs of going abroad are more likely to be
affluentindividuals,withhigherlevelsofdisposableincome.Traveldata,therefore,
provides great insights into a desirable target audience for many brands.
The value of travel data is compounded by the fact that there is no other vertical
in which cluster purchases take place - customers frequently buy a plane ticket,
a hotel room, and rent a car when travelling. Patterns are also often repeated for
regularfamilyholidaysandbusinessmeetings,makingtravelbehaviourpredictive.
Additionally,approximately60%oftravelpurchasesinEuropetakeplaceonline,
meaning there is a wealth of data about consumers available.
Althoughretailandfinancialservicesdatahavelongbeenlookedtoforinsightson
segmentationandpurchaseplans,traveldataisnowprovidingequallycompelling
information about consumers’ behaviour patterns. The richness of the data
provides greater overview of consumers for marketers and for brands, helping
them to deliver targeted messages to specific, high-value audiences.
Thankyoutoeveryonewhoattendedlastmonth’sroundtableandprovidedtheir
insightsonthefutureoftravelandtechnology–wehopeyouenjoythesupplement!
Peter Kelly, Commercial Director UK and Ireland, ADARA
pete.kelly@adara.com | @Pete_PK | 0203 356 2793
Contact & Advertising
Content Enquiries: content@performancein.com
Advertising Enquiries: advertising@performancein.com
Postal Address: PerformanceIN, 7.17 7.18 Deco Building,
Paintworks, Bath Road, Bristol, UK BS4 3EA
Contents
04 QA: The Mobile
Experience
06 Repetitive Vacations and
Creatures of Habit
08 QA: Cross-Device Tracking
09 Tackling Customer Loyalty
in Travel
12 QA: Travel Marketing
Outlook
Chris Johnson
Head of Publishing, PerformanceIN
Mark Jones
Web Content Marketing Exec, PerformanceIN
Richard Towey
News Features Reporter, PerformanceIN
Adele MacGregor
News Features Reporter, PerformanceIN
Jonathan Chubb
Senior Designer, PerformanceIN
Mark Atherton
Sales Manager, PerformanceIN
Andy Tozer
Marketing Manager, PerformanceIN
PerformanceIN.com // Travel Performance Marketing //
A word from our sponsor

4. QA: The Mobile Experience
What are the key mobile
challenges facing the travel
industry?
Louisa Lawson: Lack of trust to purchase
via mobile, lack of mobile responsive sites
and data access and availability.
Jim Banks : The rising cost per click on
advertising, and limited advertising results
being shown. There's also less time for
consumer engagement on mobile; they're
usually just killing time.
Peter Kelly: Mobile technology is
increasingly being used for browsing
purposes with consumers often conducting
research on their mobile before committing
to purchase. This links directly to the
biggest challenge in the industry, however,
as travel companies need to understand
the consumer path to purchase and
ensure conversions to spend. Working
out how to engage in relevant, one-to-
one relationships with customers is key
to completing the purchase cycle, but
this increasingly requires consideration
of multiple digital and physical channels.
Companies also need to keep up with tech
developments, such as mobile attribution
platforms. However, these need to be
tailoredspecificallytoeachcompany,which
is costly and takes a long time to create.
Using indirect marketing channels means
that it is difficult to track a single consumer
and there are also issues associated with
using the ‘last click’ attribution model,
namely who should be paid.
How is the way we
book changing with the
increased use of mobile
devices?
Louisa Lawson: Consumers are much more
likely to book last minute on their mobile,
compared with using their PC/laptop/tablet
for research over a longer period of time.
Peter Kelly: Statistics show that 25% of
travel bookings are now happening on
mobile devices in addition to consumers’
use of the channel to browse. As a result,
having a mobile offering like a dedicated
app or mobile site already gives companies
anadvantage.Itdoesnotnecessarilyimpact
the volume of sales but it does impact
consumer behaviour and the number of
touch points brands can use to maintain
relationships with their customers. To make
it easier for the customer to purchase it’s
important that companies continue to
innovate in order to make their channels
as easy to use as possible.
Michael Long: With the ability to book
literally “on the go”, booking a hotel last
minute gets more and more comfortable
for travellers. The number of last minute
bookingsforstays of the same dayincreases
constantly. What is important here is to offer
a competitive and successful product even
if it needs to be fast. Our mobile customers
benefit from more than 20,000 mobile
exclusive deals which helps them to find the
perfect hotel for their individual needs for
the best price even if it needs to be very fast.
Jim Banks: More people are comfortable
booking on a mobile than ever before, but
there is still an element of scepticism of
security of credit card details that exists
on mobile so many more people book on
a desktop.
// PerformanceIN.com // Travel Performance Marketing
04
 Images by: flickr.com/photos/wbayercom/ flickr.com/photos/aigle_dore/ flickr.com/photos/user-colin/

5. 05
PANELISTSDo you envisage mobile
overtaking desktop in terms
of traffic and bookings in
the near future?
Alain Portmann: It is already occurring
across various travel sectors, with desktop
traffic slowing in growth and mobile
growing two fold year on year.
Louisa Lawson: Yes, over the next few
years as mobile sites become more and
more developed and wifi/data becomes
more readily available.
Peter Kelly: Mobile devices are fast-
becoming a necessity for travellers who
are planning, booking or documenting
their experiences abroad although the
channel consumers use to book their
travel can depend on their ‘mission’ for
any particular trip. This suggests that
while it won’t necessarily take over from
other channels, it will have an increasingly
important role to play.
The propensity for consumers in Europe
to research travel online means that
regardless of how they eventually
purchase travel, digital multi-platform
touch points are essential customer
interactions. Mobile could potentially
close the gap between digital research and
planning to digital booking. As travellers
become more comfortable purchasing
train tickets, flights, accommodation and
car rental via mobile, those bookings could
result incrementally and new customer
acquisition and not cannibalisation of
online sales.
Michael Long: The number of mobile
booking increases constantly. 25% of all
our bookings are already done on mobile
devices. As our life gets more and more
mobile so do hotel bookings. We expect
that the number of mobile bookings will
grow very much globally over the next
couple of years.
Jim Banks: I can see travel becoming a
mobile and app only method, but still
feel consumers will want to complete the
booking on a desktop. Travel is a major
purchase and consumers feel “safer” on
a desktop.
Is a lack of mobile-only travel
publishers affecting tablet
and smartphone bookings
in the affiliate arena?
Louisa Lawson: I would say that this is a
big factor in the affiliate landscape. There
aren’t enough quality affiliates in the travel
space in mobile. Aggregator partners such
as Skyscanner and Cheapflights are doing
this well, but more travel affiliates need to
build sites which are relevant to consumers.
Michael Long: This is certainly an area we
have not seen large success in. As a travel
advertiser we are interested in publishers
driving sales through our app and m-site
rather than simply mobile app downloads
whichiswhatthemajorityofmobileaffiliates
seem to focus on.
Is the customer experience
and technology in place to
meet the increased demand
for mobile bookings?
Jim Banks: The customer experience
and technology is in place, but I think the
customers need to be educated as many of
them are not aware the technology exists;
mobile wallets, for example.
Alain Portmann: Not yet given the majority
of companies still think on the basis of
platforms, while customers think on the
basis of time of day and accessible devices.
Peter Kelly: Whilst this will differ between
companies, the increasing prevalence of
smartphones, improvements in faster
4G coverage and an increasingly tech-
savvy population have helped set a solid
foundation for companies to invest and
innovateinmobileplatformsandtechnology.
Thegrowthofmobileusagewithinthetravel
space has allowed for start-ups and smaller
travel companies to create and develop
innovative products based on customer
demand to drive a richer user experience
and acquire new customers in mobile
bookings. However, at the moment, there
is still a lack of travel vertical ad inventory
available, compared to other verticals such
as retail.
Louisa Lawson
Senior Affiliate Marketing Manager
DigitasLBi
Jim Banks
Global Head of Biddable Media
Cheapflights
Michael Long
Senior Partner Marketing Manager
Hotels.com
Alain Portmann
Partner,HeadofMediaStrategyandInsights
HouseofKaizen
Peter Kelly
Commercial Director UK and Ireland
Adara
PerformanceIN.com // Travel Performance Marketing //

6. Creature Comforts:
Repetitive Vacations and
Travel’s Creatures of Habit
by Adele MacGregor
T
he Cambridge Dictionary states
thatacreatureofhabitis“someone
whoalwayswantstodothesame
things in the same way”.
Similarly, Oxford Dictionaries describes a
creature of habit as “a person who follows
an unvarying routine”. Both statements
are arguably accurate descriptions of a
considerable amount of modern-day
travellers,beitforbusinessorleisurebreaks.
There are numerous reasons why a person
becomesacreatureofhabit,suchasprevious
personalexperiencesorcomfort,withmany
individualsperfectlyhappytostaywithwhat
they know or understand.
Living in a series of repetitive patterns may
also be a matter of limited confidence in
new ideas and suggestions, or perhaps it is
a matter of a lack of opportunities available.
Some may argue that a creature of habit is
lazyorunimaginative,whileformanypeopleit
couldsimplybeacaseof‘fearoftheunknown’.
In the current climate, other factors such as
finance have emerged, with price driving a
large majority of consumer habits.
Butwhatisitthatmakessomeonea‘creature
of habit’ when it comes to travel?
Repetitive getaways
UK airline Monarch Flights released a study
inApril2014revealingthatmillionsofBritish
travellers repeat their holiday patterns year
after year, with reasons behind repetitive
getaways ranging from weather and food to
the length of the flight.
Foryoungfamiliestheoverridingfactorwhen
planning and booking a holiday is keeping
children happy and safe. Knowing that a
venue will cater for their needs is not only
comforting but for many it is essential.
​”Travellersarecreaturesofhabitbecausethey
have to be,” says global head of biddable
media at Cheapflights Jim Banks, citing
school holiday as just one example of the
restrictions put on families, limiting their
options and forcing them into repetitive
travel habits.
The Monarch Flights poll found that more
than eight in ten UK adults have returned to
the same holiday resort twice or more and
thattheaverageBritishholidaymakerreturns
to their favourite resort six times in their life,
with one in ten families revisiting the same
destination 15 times or more.
AlainPortmann,headofmediaandinsightsat
digitalperformancemarketingagencyHouse
ofKaizen,believestheeffortofstrayingfrom
the norm plays a considerable role in travel
plans, with many opting for the same or a
similar experience out of convenience.
“Most people do not want to apply too much
effortwhenmakingchoicesandwillrevertto
previous experiences,” he says.
“Behavioural economics provides us with a
clue…specifically choice architecture – the
fact that consumers tend to choose relative
to what is available rather than any other
absolute standard.
“Inshort,formanytravellerschoiceisamatter
of what they can have, not absolutely about
what they want.”
06
// PerformanceIN.com // Travel Performance Marketing

7. Interestingly Monarch Flights also revealed
thattwothirdsofrespondentswishtheyhad
morechoiceofdestinationwithintheirprice
range,whichmaycontributetochangingtheir
choice of destination or venue in the future.
Back to business
Evenmoresothantheaverageholidaymaker,
business travellers – or “road warriors” as
theyaresometimesknown–havelongbeen
considered creatures of habit. Convenience,
comfort, reliability and bonus schemes all
contributetotheideaofrepetitivecorporate
travel.
“Choice architecture plays an even bigger
role with business travelers; as business
travellersworkonthebasisoflimitedchoices
determined many times by company travel
policies,” says Portmann.
Access to Wi-Fi, room service and hotel
amenitiescontributetothedesiredseamless
experienceconsideredessentialforbusiness
travel.
Beyond comfort and convenience, reward
points collected at hotels or on airlines is
another key factor when travelling for work.
Asfiscallogicstates,whystayelsewherewhen
there are clear financial incentives to repeat
your travel choices on every trip?
A sense of routine
AsBusinessTravelcolumnistJoeBrancatelli
states, nobody understands business
travellers “except those of us who do it”.
Writing in 2013, he stated: “To be charitable,
business travelers are creatures of habit.
“We'renotcomfortablewithoptionalchanges
and we're very protective of the rhythms of
our daily schedules and the products and
services we use.”
Louisa Lawson, senior affiliate marketing
manager for DigitasLBi, who represents
travel clients such as Delta Airlines, states
that brand and loyalty play vital roles in
consumer preference, contributing to the
unvarying habits of travellers.
“Idobelievethatacustomerwouldn’tcontinue
toreturntothesameplaceorbrandpurelyfor
loyaltyiftheydidn’tenjoytobrandorhavea
personal preference for it.
“Iftheyidentifywithabrandandapricepoint
that works for them then they’re more likely
tocontinuetoreturntowhattheyknowsuits
them,” she says.
Cheapflights’ Banks echoes Lawson’s
comments, affirming the importance of
personalpreference,especiallyforthosewho
travel for business.
“Businesstravellerstendtoflythesameairline,
sameclassoftravel,sameseat,sameroutine.​
(They)​need structure.” ​
Being able to maintain a sense of routine is
often a key factor when travelling for work,
whichmanyfeelismostlikelytobeachieved
in a familiar setting.
For many business travellers, despite an
often corporate environment, a particular
hotel chain, hotel or even the same room,
becomes a home away from home. And
isn’t that what hospitality is all about?
Follow Adele MacGregor:
adele.macgregor@performancein.com
@Adele_Georgia
07
PerformanceIN.com // Travel Performance Marketing //

8. QA: Cross-Device Tracking
What challenges do you face
in measuring conversions
across devices?
Louisa Lawson: Working across multiple
differentagencies,selectingatrackingsolution,
actual implementation of tracking client side
thenintegratingvaryingchanneltags,building
anoutputreportandthenallowingenoughtime
togatherdatatothenbeanalysed.
Peter Kelly: Mobile will drive digital travel
sales in 2015 so brands must get their heads
around cross-channel analytics in real-time,
as consumers increasingly flip between tablet,
smartphone and PC. It’s vital to understand
not only where a purchase is made (the literal
conversion) but also customer interaction
across additional channels that drove them
to make the purchasing decision. Without the
abilitytotrackcustomersacrossplatforms,it’s
difficult to measure the success of any activity
orcampaign.
AlainPortmann:IdentifyingauniqueIDacross
devicesandbetweenindividuals.Eventheuse
ofemailasthesingleidentifierposeschallenges.
How can we better
understand and target users
across multiple devices? Have
we managed to crack this
yet?
Alain Portmann: Not really: “Multiple device”
isaschallengingas“multiplechannel”inthat
it requires a solution that integrates creative,
media, messaging and technology.
Michael Long: This is a challenge for
everybodyintheindustryandanareaweare
investing in. We can measure the success of
keymetricssuchasconversion,averagespend,
time on site etc. by device and put together
what we think users are doing but there are
still improvements and developments to do.
Louisa Lawson: This is made much easier if
a user is logged in to a site and the site can
identify the user based on device. This has
only been cracked by a small handful of sites.
JamesMaley:Ourdigitalamenities,enabled
via the HHonors app, are accessible through
awidevarietyofdigitaldevicesandoperating
systems.Throughbeingonthechannelsthat
our guests prefer most, we’re able to form
a deeper connection with them and better
personalise their stay experience with us.
Peter Kelly: The biggest shift as well as
challenge for cross device is moving away
from a reliance on cookies to another form
of unique ID that allows the ability to identify
andtargetthecorrectuser.Withoutthis,cross
deviceadtargetingwillundoubtedlycontinue
to be a challenge and fragmented approach.
Is there a sense that
marketers have the data at
their disposal but cannot or
do not use it effectively?
Alain Portmann: The data is available but
not openly shared. Google and Facebook
are already taking steps to ensure their multi-
channeldataisguardedfromtheiruserbases.
LouisaLawson:Yes,thedataisavailablebut
it’s about how brands organise and use that
data to their advantage to better understand
customer journeys and optimise these
accordingly.
Peter Kelly: Marketers have access to a wide
rangeoffirst-partydatabutmanyarestruggling
toanalyseandinterprettheinformationthey
have. At the moment only 18% of marketers
have a full overview of their customer and
withtheamountofdataexpectedtoincrease
4300%by2020,it’simportantthatcompanies
start to get on top of their data assets.
Furthermore, quality insight into customers
cannotbeseenthroughonedatapointalone.
DataspecialistssuchasADARAcantherefore
helptravelcompaniescombinefirstandthird
party data to provide a comprehensive and
rich overview of their customers.
Michael Long: Not always. I think the data
available is used in as much capacity as
possible.
08
// PerformanceIN.com // Travel Performance Marketing
PANELISTS
Louisa Lawson
Senior Affiliate Marketing Manager
DigitasLBi
James Maley
Senior International Marketing Manager
Hilton Worldwide
Michael Long
Senior Partner Marketing Manager
Hotels.com
Alain Portmann
Partner,HeadofMediaStrategyandInsights
HouseofKaizen
Peter Kelly
Commercial Director UK and Ireland
Adara

9. B
uilding customer loyalty is the
conundrum on every travel
marketer’slips.Holidaymakersare
constantly on the lookout for price and
convenience and won’t mind trying
something new for an appeasing offer. On
the business side, bigger budgets and more
frequent travelling means employees could
be more inclined to book with one airline or
hoteloveranotherifitmakesforabetter18th
foreign trip of the year. But there are
opportunitiesforretentionandbuildinglong-
termrelationshipsinallcornersofthisarena,
providing the approach is right.
The key, as always, is in offering value to the
customer; making sure they’re well taken
careofpre,duringandpost-purchase,while
going the extra mile in order to earn their
trust.
The loyalty challenge
Methods of improving customer loyalty
in travel range from the very basic to the
very complex, and it’s amazing how the
‘little things’ add up to create something
unbeatable.
Developingloyaltypre-purchasecanbedone
with offerings like price-match guarantees,
speedy booking systems and personal
touches at every point of communication.
When selling contracts for broadband
or mobile phones it’s common for new
customers to be given the best deals. This
doesn’t tend to be the case in travel, as
handingovergoodofferstoalreadyengaged
customers can prove more beneficial in the
long term.
Hotels and airlines can keep their regulars
happy by allowing seamless booking to be
followedbyonlinecheck-in.There’seventhe
chance to reel back disgruntled customers
by identifying bad reviews, looking into the
problems mentioned and finding a way of
remedying the situation.
Beyondthebasiclevelsofcare,havingactive
loyaltyprogrammes,schemesandincentives
inplacecanhelptravelcompaniesbroadcast
their unique attributes and build stronger,
more valuable communities.
Take the example of Hilton Hotels, applying
particular focus to its ‘HHonors’ rewards
programme and accompanying mobile
app. Loyalty is bred through features such
as mobile check-in for guests, who can also
select their own room should they develop
an affinity to a well-visited spot. More
bookings equate to more points, and prizes
come in the form of free nights at some of
the group’s 4,250 properties worldwide. But
Hilton doesn’t just focus on those already
engagedwiththebrand;thecampaignsthat
helppromoteHHonorsattracttheirfairshare
of new customers as well.
“WhenwerunaHHonorsdisplayprogramme,
it’s important for us to identify our HHonors
customersthroughthetrackingthatwehave,
and then it’s important that we display the
correct messages for them,” claims James
Maley, senior display worldwide meta
marketing manager at Hilton Worldwide.
“In a recent campaign we [Hilton] ran, we
ensured that we tried to get sign-ups... Once
they’resigned-upwetrytoengagewiththose
customers. So we’re re-engaging with them
once they’re signed-up, around a week later,
by email and display to get them to sign-up
to a HHonors promotion exclusive to the
HHonors member.
“There’s a lot of investment from our side in
thatkindofspace[loyalty]andwefeelthat’s
the best way to win our customers and to
win new acquisitions, as well as to say: ‘Hey,
we’ve got a loyalty programme here, you’ll
only get these benefits if you sign up’.”
09
Tackling Customer Loyalty
in Travel
by Richard Towey
PerformanceIN.com // Travel Performance Marketing //
TRAVEL LOYALTY
TRAVEL LOYALTY
 Images by: flickr.com/photos/ravages/ flickr.com/photos/dungodung/ flickr.com/photos/talete/ flickr.com/photos/lukema/

10. Aspokesmanfromthehotelchainhighlights
that nearly a quarter of Hilton’s business is
conducted via digital channels, but there’s
no reason why this can’t increase with the
helpoftheincentivesthatHHonorsprovides.
Valued members
Airlines have also grown accustomed to
developing customer loyalty via digital
channels and through the ‘little things’.
In British Airways’ case it’s with a free,
personalisedapp,whichpairsonlinecheck-in,
seatselectionandboardingpassdownloads
with the delivery of customer-specific
information such as gate notifications and
Wi-Fi passwords, depending on where the
traveller is located.
BA actually goes one further through
partnerships with industry groups. The
company’s ties with the oneworld alliance
creates member exclusives like access to
preferredseating,priorityboarding,premium
lounges and fast track at security lanes. Air
mile collecting and tracking is available
to all customers as standard, and through
oneworld members such as Finnair Plus,
airberlin.
Promoting‘sign-ups’and‘sign-ins’tomobile
appsandloyaltyprogrammescanevenhelp
in creating new opportunities for customer
tracking, which invariably helps businesses
find out what makes their customers tick
and,moreimportantly,whattheyliketosee.
Butifcustomerloyaltywasaseasyashiringa
companytocreateanapporloweringprices,
retention wouldn’t be the debate that has
raged on for years. According to Louisa
Lawson, senior affiliate marketing manager
at global marketing and technology agency
Digitas LBi, it’s about finding an offer that
fits, and this will differ between businesses.
“Iflowpricingisn’takeyofferingfromabrand
then I would recommend offering a strong
and reliable service to be a good substitute,”
she states.
“It’sveryconsumerdependent;somepeople
want the cheapest offering and don’t care
about service or product, others will be the
opposite end of the scale. So long as brands
have a good understanding of what their
customer looks like and what’s important
to them, they should be able to tailor their
offering to match this.”
Lawson also points to efforts like creating
responsive websites and advocating
customerfeedbackasgoodwaysofbuilding
loyalty aside from dedicated programmes.
And with this in mind, there is a sense that
the incremental building of loyalty can be
done by improving service as a whole. After
all, what better way is there to build loyalty
than with a good experience?
Billions of people around the world will
sample what the travel market has to offer
this year, for business or pleasure. Their
answer to the all-important question of
‘stick or twist’ will show whether service
providersreallydidlistentotheirdemands.
10
// PerformanceIN.com // Travel Performance Marketing
TRAVEL LOYALTY
TRAVEL LOYALTY
 Images by: flickr.com/photos/h4ck/ flickr.com/photos/kyletaylor/ flickr.com/photos/ileohidalgo/ flickr.com/photos/exfordy/ flickr.com/photos/ronsaunders47/

12. QA: Travel Marketing Outlook
12
What is the biggest
challenge facing the travel
industry this year?
Peter Kelly: At the moment, cross platform
targeting and tracking represent a challenge
for both advertisers and publishers. As
travellers use more and more devices to
research and book their travel marketers
are increasingly looking at ways to help
understand and identify the attribution that
each ad played in driving the final booking.
Louisa Lawson: Price comparison sites and
thegrowingnumberofthem.Increasedsales
targets (with targets of a lower cost of sale)
are making it very difficult.
Jim Banks: Confidence is low after several
air disasters. Reduction in oil prices haven’t
filtered in to cheaper flights. There is a
general election, which will put doubt in
some consumers’ minds.
What characteristics make
travel consumers unique
from those in other areas of
retail?
Louisa Lawson: Usually travel will have
a higher average order value and so the
expectancyofthereturnfromthatinvestment
is higher. Customers will have specific
expectationsbasedontheirspend,perception
of a brand and the whole experience (from
leavingthehousetoreturninghomefromthe
travel experience) contributes to this.
Peter Kelly: Unlike retail, travel is a
discretionary purchase meaning travel data
is an indicator of consumer spending habits
and, on a broader level, affluence. There is
no other vertical in which cluster purchases
take place – customers frequently buy a
plane ticket, a hotel room, and rent a car
when travelling. As such, travel data can be
used to identify travel habits and build up
a picture of consumer groups and lifestyle
choices. The decisive shift over the last few
years from offline to online bookings has
made it possible to create an even more
comprehensive picture.
Michael Long: They are willing to purchase
one of the highest priced products that they
will buy in a given year without having ever
seen it. It is also a product which makes
the highlight of their year so there is a lot of
pressure to get the product right.
Jim Banks: I think more brands will adopt
personalisation through single login, get
better at cross-device measurement and a
better understanding of a user’s behaviour
rather than the devices that the consumer
is using.
Will personalisation of the
customer journey be a
continuing theme in 2015?
Alain Portmann: The largest theme in 2015
will be the optimisation of the customer
journey through the use of conversion rate
optimisation, with onsite personalisation
becoming an output of these optimisation
efforts. We’ll also see the integration of
traveller data between service companies
and product companies – e.g. Avis Budget
Group’s integration with Tripit.
Louisa Lawson: Definitely. But I do believe
that personalisation will have to get smarter
at identifying which user is responding to
and using the device. If this is a shared
family device they need to be careful when
retargeting. As always, some customers feel
that personalisation is a bit too ‘creepy’ and
would prefer to be more anonymous.
James Maley: Personalisation of the entire
customer journey will continue to drive
innovation in the industry this year. Guests
want tailored, unique travel experiences,
and sound data and strong analytics will be
critical in reaching guests with hyper-local,
personalised content.
Peter Kelly: Increased use of and ability to
analysetraveldatawillhelpbrandscontinue
to identify consumer travel preferences and
personalise the customer journey to create
richer user experiences and drive customer
conversion. However, success will depend
on the ability to acknowledge regional
differentiators as a result of individual
infrastructures and languages and tailor
the approach accordingly. This is especially
relevant in Europe and Asia where there are
significantdifferencesbetweenneighbouring
countries in a relatively small physical area.
Michael Long: Yes this is an important
piece of ensuring that customers are
shown products and destinations they are
// PerformanceIN.com // Travel Performance Marketing
Hi John...

13. interestedin.Thiscanbebasedonwhatthey
have previously bought or what friends of
theirs have recommended via social media.
However; not all trips that a customer goes
on are the same. For example they may
have once booked a five star property for
a special occasion which means that they
may not always respond to further ads
based on high end properties in the future.
It’s therefore important to provide a wide
range of properties and services for all
individual needs.
What role does social
media play in building
customer communities?
Alain Portmann: Very important when
looking at branding programmes and
customer retention programmes.
Peter Kelly: Consumers are increasingly
using social media to share details of
their upcoming trips as well as photos
and videos taken during their holiday.
For example, Instagram cites travel and
tourism as its most popular activity,
providing inspiration for those looking
to book their next escape. Access to such
personal information provides a unique
opportunity for brands to gain extensive
insight into their target market and create
a loyal following. In addition, an active
and effective social media platform can
boost business performance, as it enables
companies to reach out immediately to
customers and help resolve any issues that
they have raised.
Michael Long: It does help to build brand
engagement but more importantly it can
act as a way to inspire customers which is a
task that has been a constant challenge for
online travel companies to achieve.
What do you see as
the next stage in travel
marketing’s evolution?
Peter Kelly: Mobile and video will become
increasingly important channels for
advertisingoncecompaniesfullyappreciate
their ability to reach a wide range of
customers.Therewillalsobeagreaterfocus
on customers’ post-purchase experiences.
It is currently difficult for brands to avoid re-
targeting individuals after they have already
purchased their product, which diminishes
the power of personalised ads.
Jim Banks: I think video and mobile will
continue to define the consumption of
content. I think a lot more user-generated
content will appear than exists already. A
lot more travel bloggers too.
Michael Long: Improved segmentation of
offers based on personal preferences and
past purchases. Opaque offers to closed
user groups based on a customer’s loyalty
and engagement in a brand will become
more competitive.
13
PANELISTS
PerformanceIN.com // Travel Performance Marketing //
 Images by: flickr.com/photos/teegardin/ flickr.com/photos/72906133@N00/ flickr.com/photos/dalbera/
Louisa Lawson
Senior Affiliate Marketing Manager
DigitasLBi
Jim Banks
Global Head of Biddable Media
Cheapflights
Michael Long
Senior Partner Marketing Manager
Hotels.com
Alain Portmann
Partner,HeadofMediaStrategyandInsights
HouseofKaizen
Peter Kelly
Commercial Director UK and Ireland
Adara
James Maley
Senior International Marketing Manager
Hilton Worldwide

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15. Contact us
In 2015 PerformanceIN will play host to a monthly series
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2015 Roundtable Schedule
JAN: Travel
FEB: Single Customer View
MAR: Content
APR: Offline Performance Marketing Activity
MAY: Innovation in Performance Marketing
JUN: International Expansion Strategies
AUG: US Industry Overview
SEP: Fashion
OCT: Compliance
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